Research On Marketing Strategy Of A Environmental Protection Company

The China’s "Thirteenth Five-Year Plan"outline clearly states that our country must accelerate the construction of a resource-saving and environmental-friendly society,which forms a new pattern of harmonious development between human and nature.In recent years,China has successively issued a number of favorable policies for the environmental protection industry,and local governments are also continuously strengthening local environmental protection supervision efforts.The country has included the environmental protection industry as one of the national strategic emerging industries,so that it attracts great attention from enterprises and capitals to seek investment opportunities.In the recent years,2018 and 2019.the environmental protection industry has entered a new stage,which is the period of adjustment.As the main forces of the environmental protection industry,foreign-funded enterprises,private enterprises and state-owned enterprises have paid great attention to the industry development and also invested significant resources which includes manpower,materials and funds.They also adjust business tactics and strategies to reform investment plan into the environmental protection industry.Environmental protection company A,the subj ect of this study,is a typical private enterprise with small scale,average technology and capital strength.In terms of capital,private enterprises are not able to compete with state-owned enterprises;in terms of technology,private enterprises may not be advanced as foreign-funded enterprises.Therefore,private enterprises are not in a comfortable position to the increasingly fierce competition of the environmental protection market.In order to gain and maintain their market share,private enterprises must find a marketing strategy that suits them through detailed market analysis and positioning,so that they may compete with competitors and allow customers to cooperate with them.There are marketing examples,such as service marketing.detailed customer service or other methods,for private enterprises to use for seeking new developmental space.Shenzhen is currently one of the pilot cities in the country’s "Waste-Free City" plan.Under more supports from policies to the environmental protection industry,enterprises have been vigorously encouraged to increase production capacity and upgrade technical facilities.The environmental protection company A is the only licensed company in Guangdong province who recycles used fluorescent lamp through collection,storage and processing by qualified facilities.Therefore,the undergoing "Waste-Free City" plan may be a great opportunity to the company A to this specific demands.It is important to them to find their unique market position through deep analysis,and find a path suitable for their development.This study starts with the development stage and development trend of our country’s environmental protection industry,and also describes the current marketing status of an environmental protection company A.It introduces basic situation,developmental history,organizational structure,and main business of company A.It analyzes the environmental protection industry from the macro environment by using the macro environment analysis model,i.e.PSET analysis method.It leads to clarify a greater environment of the industry in which company A is located.The Porter’s Five Forces model is used to analyze buyers,sellers,substitutes,existing competitors and potential competitors of the environmental protection industry.It carries out SWOT model modeling and analysis from advantages,disadvantages,threats and opportunities of company A.Therefore,the further understanding of the competitive advantages of company A is discovered.Basing on the STP theory,it analyzes the marketing strategy of the company A,from market segmentation,target market selection,differentiation and positioning.Finally,it uses the 7Ps marketing mix design theory to formulate a set of detailed marketing strategies from seven aspects including products,prices,and channels for the company A.The object of study is only focused on one specific environmental protection company,but by analyzing company A,it can be found that the problem to which company A is faced has common characteristics in other private enterprises.The marketing mix design is not only effective to company A for solving their marketing difficulties,but also has certain referencing significance and value for the similar type of private enterprises.